AccelaWork is a new company but it is born out of older companies. And companies have a presence in the marketplace in terms of their public brand. So how do you let the world know you are changing your name and changing your focus?
That’s been a big question here at
Slaughter Development AccelaWork. How do you tell people about the new you?
A major component of our marketing strategy is social media. And since social media happens on platforms controlled by other companies, you have to abide by the rules and policies of those systems.
So should we change our Facebook Page, or should we create a new one?
Likewise, we have an (old) Twitter account with just over 2,000 followers and 4,500+ tweets. Twitter DOES allow you to change your handle as much as you want. However, we felt most users would have no idea that you had made the change unless they happened to notice a message from you.
Furthermore, there’s lots of printed material with the old social media addresses floating around out there. If we just renamed existing accounts, people who had not heard about the re-brand might be directed to dead links. Or we could go and reclaim the old accounts again, but now we’re running in circles.
So what to do? We decided to create brand new accounts and invite people to follow them. We saw three advantages:
- Makes the rebranding process active instead passive for our followers.
- Only people who are truly engaged will respond. That means we can clean up our lists and focus on individuals who are most interested in the message.
- We get some additional buzz for the rebrand.